Social Media for Franchising

Social Media for

Franchising

Overview of Day: aims & objec<ves

Social Media & Franchising How Social media can make a difference to your business Key Social Media Issues

Now is the <me to get to grips with social media

Aim: To understand how to harness the power of social media to drive up profits and grow your business

Objec<ves

•  Iden<fy and recruit new franchisees •  AIract new business for your franchisees and help them increase their business profit

•  Gain new customers for your core business •  Develop and implement a social media strategy/policy throughout your franchise network

Objec<ves

•  Build brand awareness •  Keep your customers fully updated 24/7 •  Recession proof your business •  Understand the piRalls of social media and how to limit the damage when it goes wrong

Social Media: what is it? facts and figures

Legal Aspects of Social Media

•  SeUng up a Social Media Policy •  What a social media policy should include •  You may wish to consider the following points when draXing your social media policy:

•  Strategy: How social media ac<vity will support or promote your prac<ce's aims and objec<ves.

•  www.lawsociety.org.uk

•  Guidelines for engaging: What the limita<ons are as to what can be discussed, commented on or promoted via social media to avoid poten<al for reputa<onal damage to an individual or prac<ce. To include:

•  details of how these guidelines will be communicated to those par<cipa<ng in social media

•  where relevant, details on the use of disclaimers sta<ng that the views expressed are those of the employee and are not representa<ve of the employee's view

•  Management: Who will manage your prac<ce's social media policy and be responsible for ensuring compliance? To include:

•  any restric<ons in employment contracts •  details of the training and support required for those using social media

•  details of the process for managing breaches of the social media policy, for example withdrawing an individual from a project.

•  Roles and responsibili;es: Who will oversee social media ac<vity and take responsibility for the day-‐to-‐day administra<on of the different ac<vi<es, and who will be able to par<cipate in social media ac<vity within your prac<ce? To include:

•  details of who will 'own' social media contacts. If you are responsible for your prac<ce's page on a social media site, it will be the prac<ce that owns the content and contacts, whereas the contacts on your own personal page on a social media site belong to you.

•  Is it more appropriate to use a work or personal email address? For example, if you are seUng up a personal profile on LinkedIn it may be more prac<cal to use a personal email address as this would not be affected if you changed employers. On the other hand, a work email address would be more appropriate if you are promo<ng services.

•  Compliance: How will you ensure that your social media ac<vity is compliant with the SRA Handbook and Code of Conduct 2011?

•  Confiden;ality: How will your prac<ce ensure that confiden<ality is maintained when social media is used?

•  Consistency: How will your prac<ce ensure consistency in its approach to draXing messages and contribu<ng to discussions that take place within different social media channels? You may also wish to ensure that the presenta<on of social media ac<vity is consistent with your prac<ce's branding guidelines.

Social Media Marketing Franchise Company Strategy Session

Alan McGee: Say Consultancy Ltd

Your Social Media Platform:

www.sayconsultancy.com

Ken

My Objectives:

•  Create a Bespoke Strategy for ????? •  Be Creative •  Define clearly outlined outcomes •  Achieve those outcomes within 3 Mths •  Create Professional Inbound Marketing Profiles •  Put ????? on Page 1 on LinkedIn for ???? •  Produce Social Media Strategy •  Produce Social Media Policy •  Blue Print for next 12 mths


The Strategy Planning Stages:


Number One Goal

Where will you play ?

How will you win ?

What do we need to focus on?

3-6 Key Objectives

Your Objectives

Stage Two CHALLENGES OPPORTUNITIES

Tools

Resources

Compe<<on

Market www.sayconsultancy.com

Stage Three


Clients

Channels

Services and Products

Geographies

Social Media Landscape: why you cant ignore it

•  LinkedIn: •  2 new members join every second •  4.2 billion professional searches done in 2011 •  Facebook: •  850 million monthly active users •  20% of all page views on the web are on Facebook •  Twitter: •  500 million accounts •  1.1 million new accounts every day •  You Tube: •  2 billion views every day •  3rd most visited site in the world


LinkedIn Facts & Figures

•  150 million Worldwide members

•  8.4 million UK members

•  Almost two thirds of all professionals in Britain are on

LinkedIn

•  64% year on year membership growth

•  82% use LinkedIn for business purposes

•  74% use LinkedIn to network with other professionals


Growth & Power of Social Media

•  Content is King

•  41% of B2B Companies have acquired a Customer through Facebook

•  57% of Businesses have acquired a Customer through their Company Blog

•  Company websites with a Blog get 55% more visitors •  Inbound Marketing Leads, cost 62% less than

Outbound Marketing

•  Customers Now Find You


©2011SAPAG.

6 Social Media Pitfalls:

1.  Rush To Action without a Plan

2.  Lack of Objectives &

Measurement

3.  No Content Guidelines

4.  Failing To Engage Audiences

5.  Limited Social Reach

6.  Choosing the wrong Tools &

Tactics


Importance of a Social Media Strategy

• Target audience • Key Objectives • How to Integrate • Culture change • Capacity • Tools & tactics • Measurement • How to Be Creative

Identify

How To Get The Best From

Linkedin

To Generate Referrals & Leads

Alan McGee: Say Consultancy Ltd

Steps to Maximise Franchise Marketing:

•  Tools & Tactics •  Maximise Professional Profile, Keywords •  LinkedIn Groups •  Questions & Answers •  Slideshare •  Behance •  Company Profile •  Box Net •  Skills •  News •  Events……..


Maximise Professional Profile: • Premium Secret • Keywords •  Client Focused

• Twitter Feed

• Snapshot

• Social Currency • Customised Web Links • Customised Twitter Feeds


Profile Page

•  Photo: •  Chinese proverb: “One picture is worth ten thousand

words." •  People want to network with people they can see, so smile,

make an impression •  Keywords: •  Maximise SEO words think like your customer •  Customise: All hyper –links e.g. web sites & Vanity URL •  Recommendations: Ask for them & showcase them •  Social Media Links: Twitter, Facebook, Blog……..add •  Professional Headline: maximise your bio….Keywords


LinkedIn Groups:


LinkedIn Groups is Probably the Best Resource of all Social Networking Sites

LinkedIn Groups

1.  Identify and join your best prospect target group, focus on 3 to 5 groups with 200 to 1000 members to maximise your exposure (too big you get lost)

2.  Target popular discussions in each group and join in, don’t leave conversations open

3.  Become a Top Influencer Start your own discussion, create social value

4.  Create your own Brand Group focus on people who can benefit from sharing experiences and insights

•  Ultimately: you have control of the content


Create Your Own Branded Group:


3,363 members

Franchise Group Profile:


Social Media NE Linkedin Group


Questions & Answers

•  Post a Question: tap into the wisdom and experience of your network, who may be facing similar challenges to you

•  Post it in a targeted category or the discussion board of a related group

•  Answer a Question in LinkedIn answers, get yourself recognised as an industry expert, a great opportunity to win new business, at the least find new prospective clients

www.sayconsutlancy.com

Ask A Question:

• Question related to your clients & sector

•  Targeted

•  Specific

•  Relevant


Ask A Question:


Target Industry Sector:


Target Industry Individuals:

Target Groups:


Slideshare:

•  Why Slideshare:

•  Another Free Stand Alone Web Site

•  It gets over 50 million monthly visitors

•  It is one of the most visited 250 websites in the world.

•  Helps you create a branded Offering

•  It is another Social Network

•  The Paid account can generate leads


Slideshare:

•  Integrate into Linkedin

•  Promote campaigns •  Showcase Pension Developments •  Tips, Tricks & News •  Market Events •  Promote Case Studies •  Also •  Creates additional search engine traffic •  Viral to Blogs, Facebook, Twitter, LinkedIn & You

Tube www.sayconsultancy.com

Slideshare


Behance: Creative Portfolio Display


Company Profile:


Box Net:


Skills:


News:


Events:


Change Order Of Page:

•  Example, Check my Profile

•  Profile fully utilised •  Slideshare •  Video •  Blog •  Box Net •  Summary •  Recommendations •  Keywords, via Skills & Interests


Social Media Marketing

How To Network

How to Network:


6. Ask for the business 1. Identify Prospect

2. Research Profile

3. Social Footprint 4. Link up

5. Build a Relationship

5 Steps on how to Connect Professionally:

1.  Research the Target contact, check their profile, see who they are and who they know

2.  If you know them from business, networking, college or a friend you can ethically connect

3.  Never send them the default invite, show some respect, let them know you have made an effort

4.  If you don’t know them, find someone you know who does, ask for a referral introduction

5.  If none of the above, look at which groups of common interest you have and join the same group, another box will appear in the invite section, then join them


How to Connect Professionally:

•  Sending an invite to Rachel • 


Only if it is true!

Please don’t send the default invite

Review & Agree Actions:


Companies we have worked with to date:
